Mindshare UK won the Grand Prix, as well as the Retail and Ecommerce and Best Pivot categories at The Drum Awards for Marketing 2021, with its work for KFC. This fresh and self-deprecating campaign impressed the judges by leveraging a decades-old slogan to find humor in a difficult time.
Work continues apace at entertainment destination venue American Dream, as SNA Displays completes the installation of several key EMPIRE™ Exterior LED screens, with more to come. The vast development, which stretches out over three million square feet just off the New Jersey Turnpike, reopened in October 2020 and thrills its many visitors with numerous retail stores, entertainment venues, and attractions, not to mention a vast network of interior digital signage, also installed and managed by SNA Displays.
It is the only large-scale street vision in Japan with image quality equivalent to 4K in the 150m2 class. Utilizing the curved form, it is possible to broadcast 3D images that cannot be expressed by general flat signage. As a demonstration of 3D images, a giant 3D calico cat will appear between regular broadcasts. It strongly attracts the interest of peripheral users.
While talking on the phone earlier today to a large national advertiser who has spent millions on everything BUT out of home, OOH to those of us on the inside, she asked me if I was referring to “billboards”. After I slammed my head on my desk multiple times, I said that why yes, billboards. But billboards are just a part of OOH. In fact not all OOH are boards on old wooden poles at the side of Route 1 near an exit. She laughed at first, but asked me to explain.
The Out-of-Home advertising industry is recovering from the initial blow of COVID-19, much like many others. But while the pandemic has slowed its growth as an industry, it drove more attention on the programmatic side of it. Before we dive into just how programmatic Out-of-Home may have accelerated through COVID-19, and how it might prove helpful on the road to recovery, we first define what it is.
